The data from travel reviews is powerful stuff; not only for hoteliers who want to manage their hotel’s reputation, but also for destinations, OTAs, metasearch players and other travel websites. Data-driven intelligence helps personalize the user experience and inspire travelers’ decisions using wisdom and insights from other travelers. This FREE webinar by Tnooz and TrustYou will outline the impact of reviews and big data on the travel industry and discuss what this means for your business in 2014. Webinar presenters are: Alan Young, SVP marketing and strategic partnerships, TrustYou Brian Payea, head of industry relations, TripAdvisor Donna Quadri-Felitti, clinical associate prof of hospitality and tourism management at NY University, Tisch Center for Hospitality, Tourism, and Sports Management Kevin May, editor and moderator, Tnooz Gene Quinn, CEO and producer, Tnooz

4. TRAVEL REVIEWS +
DATA ANALYSIS
= BETTER EXPERIENCES
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TripAdvisor%
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and%
Management% NY%
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5. The dat a from t ravel reviews is incredibly
powerful; not only for hot eliers who want
t o manage t heir hot el’s reput at ion, but
also for dest inat ions, O
TAs, met asearch
players and ot her t ravel websit es.
Dat a- driven int elligence helps personalize
t he user experience and inspire t ravelers’
decisions using wisdom and insight s from
ot her t ravelers.

6. The Mission
T You’s Mission is t o
rust
pos i t i vel y i nf l uenc e
t ravelers’ decisions.
We know t hat cust omers
digest and leverage a lot
of opinions t o make good
c hoi ces, and we ar e
passionat e about bet t er
t r avel , t our i s m and
hospit alit y experiences.

7. The Review Ecosyst em
Facebook
TripAdvisor
Twitter

8. O
nline Reviews by t he Numbers
There are currently
200+ million
reviews written
across the Internet.
79% of consumers trust
online reviews as much as
personal recommendations
– this is an increase of
10% compared to 2012.
Source: BrightLocal Study 2013
Source: TrustYou
%
%
%
81% of all reviews are
positive.
Source: TrustYou
%
87% of users agree that
TripAdvisor hotel reviews "help
me feel more confident in my
decisions.“
Source: TripAdvisor

9. Reviews are t he last st ep in t he buying
process
Do I know where I
want to travel?
No
Yes
Is this hotel in
my budget
range?
Yes
Does it have
good reviews?
Yes
Book!
Choose where
you want to go
No
Find another one
No
Search for a
better hotel
6%

10. HO
TELS:
LEVERAG REVIEWS TO
ING
INCREASE BO KING AND
O
S
IMPRO TRUST WITH TRAVELERS
VE

11. HO
TELS:
LEVERAG REVIEWS TO
ING
INCREASE BO KING AND
O
S
IMPRO TRUST WITH TRAVELERS
VE

12. millionlisted, including
businesses and properties
million
748,000 hotels,%
B&Bs,% specialty%
and%
lodging
unique monthly visitors*
million
TripAdvisor members
million
reviews and opinions
*Source: Google Analytics, worldwide data, July 2013
user contributions every minute
8
8%

13. Do O
nline Reviews Impact Booking?
93%
96%
of global travelers say their of global hotels say
booking decisions are
reviews are important
impacted by online reviews
for bookings
The$
TripBarometer$ TripAdvisor$ based$
by$
is$
upon$ online$
an$
survey$
conducted$ Dec.$
in$
2012$ Jan.$
–$
2013.$ total$ 35,042$
A$
of$
people$
parCcipated$ the$
in$
online$
survey$
from$ countries$
26$
spanning$ regions.$ sample$ made$ of$
7$
The$
is$
up$ 15,595$
consumers$
and$
19,447$
businesses,$
making$ the$
it$ world’s$
largest$
combined$
accommodaCon$
and$
traveler$
survey.$
9%

14. Reviews Influence T
raveler Decisions
81%
53%
of travelers usually or always
reference TripAdvisor hotel
reviews before making their
selection
of travelers say they will
not book a hotel that
doesn’t have any reviews
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
10%

15. T
ripAdvisor Reviews Are Largely Posit ive
48%
29%
12%
6%
6%
Average Review Score:
4.08
Source:$
TripAdvisor.$
Percentage$ all$
of$ raCngs,$
December$
2012$
11%

16. Responses Influence T
ravelers’ O
pinions
78%
of respondents say seeing a
hotel management response
to reviews makes me believe
that it cares more about its
guests.
84%
of respondents say an
appropriate management
response to a bad review
improves my impression of the
hotel.
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
12%

17. A New Way T Maximize Direct Bookings
o
A link on your TripAdvisor profile featuring your rates and
availability — sending travelers directly to your online
reservations center.
13%

18. T
ravelers Plan t o Lower Their Budget s
Only 1/3 of global travelers
are optimistic about the
economy
Travelers plan to spend less in the coming year
14%

19. Though Travelers in Emerging Market s
Plan t o Spend More
15%

20. T
rips Are Short er, Yet More Frequent
In 2013, 85% of global
travelers plan to travel within
their home markets so they can:
Save
money
27%
Visit
family
29%
Short Vacations
Up 19%
Long Vacations
Up 11%
Discover
their own
country
42%
16%

21. T
ravelers Are Const ant ly Connect ed
87% of global
travelers and 85%
of Americans use
mobile devices while
traveling
17%

22. How T
ravelers Use Their Smart phones
and T
ablet s O Holiday
n
18%

23. Hot eliers Are O imist ic About 201
pt
4
2/3 of global hoteliers are optimistic about
2014 profitability, while only 1/3 of global
travelers are optimistic about the economy
Industry confidence is highest in the Americas, Asia and Middle East
C. America
N. America
Asia
S. America
Middle East
Africa
Australasia
Europe
19%

24. DESTINATIO
NS:
C LEARN ABO TRAVELERS AND
AN
UT
TRENDS FRO REVIEW DATA TO
M
IMPRO
VE

25. The Research
• 3Q Report: Destination USA was the first in a series of
destination reports exploring review trends
• 250,000 reviews analyzed
• Segmented by major markets
and regions
• Across 250+ sources
TrustYou 3Q Quarterly Report: Destination USA
21%

26. T
ravelers Writ ing Less
9% Fewer Reviews in 3Q
Seattle -24.1%
San Francisco -22.9%
Oahu Island -22.7%
%
TrustYou 3Q Quarterly Report: Destination USA
22%

27. T
ravelers Are (Somewhat ) Kinder
O
verall review scores increased
U.S. market s wit h highest T
rust Scores
New York
90.50
Orlando
88.98
Chicago
88.12
Total United States +2.0%
Major Markets U.S. +1.4%
All Other U.S. Markets +2.7%
TrustYou 3Q Quarterly Report: Destination USA
23%

28. Hot eliers Are Saying “ We Hear You”
Improvement in
Management Response Rat es:
+13 points
Improvement in
Review Scores:
+2%
TrustYou 3Q Quarterly Report: Destination USA
24%

29. 5- St ar Reviews are Harder To Come By
- 28.1 Fewer 5- st ar Reviews
%
Los Angeles -41.4%
Miami -40.5%
Boston -38.9%
TrustYou 3Q Quarterly Report: Destination USA
25%

30. Pricing is Not A Pain Point
Sent iment Scores
For Price Rose
Total United States +0.1%
Major Markets U.S. 7.5%
TrustYou 3Q Quarterly Report: Destination USA
26%

31. But Int ernet Is (hot el WiFi)
Internet Year Over Year
Decline: -2.6%
63.5%
Total United States -2.6%
63%
Major Markets U.S. -0.2%
62.5%
62%
All Other U.S. Markets -4.3%
61.5%
61%
60.5%
2013%
2012%
TrustYou 3Q Quarterly Report: Destination USA
27%

32. Reviews By Source: It ’s a Two Horse Race
T al Unit ed St at es
ot
Number of Reviews by T Sources
op
Source
Actual
Percentage
of Reviews
Percent
Change 2013
vs. 2012
TripAdvisor
41.8%
+31.3%
Booking.com
16.6%
+24.4%
Hotels.com
12.8%
-44.2%
Expedia
15.6%
-33.7%
Priceline
5.9%
+52.6%
Google+
0.6%
-90.6%
TrustYou 3Q Quarterly Report: Destination USA
28%

33. INTELLIG
ENCE:
HO ALL O THIS CAN CO
W
F
ME
TO ETHER FO PERSO
G
R
NALIZATIO AND
N
BETTER TRAVEL DECISIO
NS

34. Learn About Travelers’ Expect at ions
30%

35. Improve Your Dest inat ion
1
.
Int elligence
2.
Educat ion
3.%%
%%
%Rewards
31%

36. Semant ic Int elligence
32%

37. Reput at ion is Int egrat ed in t he Booking Process
33%

38. It Makes Decision Making Easier for Travelers
34%

39. Increase Conversions wit h Met areviews
www.wego.com%
35%

40. P rsonalization =
e
HAPPY
TRAVELERS
36%

41. Personalizat ion and Discovery
37%

42. Thank you!
38%